id: 33236
Назва: Mechanisms of strategic management of marketing activities of agribusiness entities under martial law
Автори: Lohosha R.
Ключові слова: management, market, marketing mix
Дата публікації: 2023-05-16 12:18:49
Останні зміни: 2023-05-16 12:18:49
Рік видання: 2023
Аннотація: The agro-industrial sector is one of the locomotives of the national economy of Ukraine: the industry was growing steadily until the beginning of the full-scale war, the annual growth was 5-6%, the share of agricultural production in the GDP was 10%, and together with the processing of agricultural products – 16%. Agriculture was one of the leaders in world production of some types of food, providing trade volumes equivalent to 6% of global calorie consumption. Ukraine was the leader in international trade in sunflower oil (first place in the world), rapeseed and barley (third and fourth places, respectively) and other products. Trade in agricultural products and foodstuffs brought Ukraine about 22 billion dollars annually. USA and accounted for 41% of all exports. However, the invasion of the Russian Federation into Ukraine led to corresponding negative changes in the functioning of enterprises in the agrarian sector of the economy. It should be noted that there have been significant changes in the economic relations between agricultural producers and processing enterprises, suppliers, and intermediaries: the system of stable relations with the processing sphere was destroyed, and the state order for agricultural products was canceled. Agricultural enterprises faced serious problems during the sale of produced products and the purchase of the necessary means of production. They were forced to independently engage in planning, pricing, study of external and internal markets, tastes and preferences of consumers, evaluation of competitors` advantages, etc. That is, there is an urgent need to introduce a new management concept that will help adapt to market conditions and ensure the competitiveness of their products on the domestic and foreign markets. In modern enterprises, one of the most effective tools for influencing the result is the management of marketing activities. Considering the current situation in the country, it becomes necessary to improve the activities of enterprises, and in particular the marketing component to increase the competitive characteristics of their goods or services. Despite the war and large-scale destruction, agriculture is unlikely to lose its status as one of the leading branches of the Ukrainian economy. However, today`s conditions require agrarian enterprises to direct their development to the future with an orientation towards meeting the needs of consumers by more effective means than competitors. It is due to successful marketing that the necessary conditions for the sustainable development of an enterprise in the agrarian sector are created.
URI: http://repository.vsau.vin.ua/repository/getfile.php/33236.pdf
Тип виданя: Монографії видані за кордоном
Видавництво: Peculiarities of marketing activities of agrarian enterprises in the conditions of martial law. Monograph. Primedia eLaunch, Boston, USA, 2023. P. 7-29. DOI: 10.46299/979-8-88992-685-6.1
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Ким внесений: Адміністратор
Файл : 33236.pdf Розмір : 1051869 байт Формат : Adobe PDF Доступ : Загально доступний
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